New babywear partners get on board with Mr Men

Sanrio is continuing with its relaunch of the Mr Men & Little Miss brand, signing up a trio of partners in the babywear category.

Casa Chicos will produce a line of baby and toddler clothing including newborn, sleepwear, swimwear and daywear.

Meanwhile, Euromark will create a collection of classic plates, bowls and cutlery from melamine and plastic, incorporating key characters and designs. The range will include food flasks, tumblers and travel bowls, as well as teethers and bibs.

Finally, Fashion Lab is on board for baby and toddler apparel for selected retailers. The collection will include sleep suits, rompers, snowsuits and booties, plus swimwear and gift sets.

"We at Casa Chicos have always admired the Mr Men and Little Miss property and we are really proud to have been given the opportunity to produce ranges of baby and toddler wear," said Peter Robinson, MD at Casa Chicos. "Our expertise in design will bring a fresh new interpretation of this much loved brand."

Mark Harrison, MD of Euromark, added: "Mr Men and Little Miss is already a key pillar of Euromark's baby feeding and accessories business, and we expect to be able to take the brand to the next level over the next two years with the support of Sanrio, Fluid and our retail partners."

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